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Bucharest As A City Brand: How To Attract Russian Tourists

Author

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  • Marina OCHKOVSKAYA

    (Lomonosov Moscow State University)

Abstract

The aim of this paper is to investigate the attractiveness of Bucharest and its perception by Russian tourists as well as to examine the strengths and weaknesses of the city and define the idea for positioning statement for this place. Bucharest has a deep history and cultural heritage that are highly appreciated by tourists seeking cultural tourism. Moreover, Bucharest had the nickname of "Little Paris" which implied the beauty of the city. Our study focuses mainly on the target audience of Russian people who appreciate cultural heritage. According to the Russian Federal State Statistics Service (Rosstat), the number of Russians who visited Romania as tourists increased by 73% in the first quarter of 2015 (http://russtd.com/destinations/eastern-europe-loses-almost-half-russian-tourists-year). This increase is a positive sign as it means that Romania and Bucharest are becoming more and more attractive for Russian tourists. Tourists can bring many benefits to the place, both economic and social. In turn, new places with heritage can enrich tourists with new knowledge and broaden their erudition. The study allows us to understand the perception of Bucharest by Russian tourists and single out the key elements of the city of Bucharest. The key elements of the city of Bucharest are rooted in cultural heritage and authenticity, including different styles of architecture, Orthodox churches, classical and folk music, outstanding musicians and food. Bucharest might thus be offered the positioning as a mysterious authentic city revealing the coexistence of different times.To some extent this paper contributes to the understanding of the image of Bucharest in Russian tourists’ eyes, their associations and fears. It gives some insights into factors that make Russians choose touristic destinations. In addition, some ideas for the city positioning, logos and slogans can derive from this paper. The study can be useful for touristic agencies or for the Ministry of Regional Development and Tourism which deal with the touristic flow and country image.

Suggested Citation

  • Marina OCHKOVSKAYA, 2016. "Bucharest As A City Brand: How To Attract Russian Tourists," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 7-24, May.
    • Handle: RePEc:aio:manmar:v:xiv:y:2016:i:1:p:7-24
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    File URL: http://www.mnmk.ro/documents/2016_01/1-1-1-16.pdf
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    References listed on IDEAS

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    1. DUMITRESCU Luigi & CETINA Iuliana & PENTESCU Alma, 2014. "Positioning Romania As A Tourism Destination Based On The Information From Online Travel Guides," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 9(1), pages 59-65, April.
    2. Marina Ochkovskaya & Valentina Gerasimenko & Maria Rybalko, 2014. "Brand "Moscow" in a global perspective," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 2(2), pages 99-111, October.
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    Cited by:

    1. Ochkovskaya Marina & Gerasimenko Valentina, 2018. "Buildings from the Socialist Past as part of a City’s Brand Identity: The case of Warsaw," Bulletin of Geography. Socio-economic Series, Sciendo, vol. 39(39), pages 113-127, March.

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    1. Ochkovskaya Marina & Gerasimenko Valentina, 2018. "Buildings from the Socialist Past as part of a City’s Brand Identity: The case of Warsaw," Bulletin of Geography. Socio-economic Series, Sciendo, vol. 39(39), pages 113-127, March.

    More about this item

    Keywords

    city brand; values; multi-sensory experience; cultural heritage;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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